How to Market Feasibility Report

How to Write Feasibility Report and
Marketing Plan
zia@milestonevision.com 1

• A marketing plan is a written document detailing the
current situation with respect to customers, competitors,
and the external environment and providing guidelines
for objectives, marketing actions, and resource
allocations over the planning period for either an existing
or a proposed product or service.
• Marketing plans vary in timing, content, and organization
across companies

Presents a short overview of the issues, objectives, strategy and
actions incorporated in the plan and their expected outcomes for
quick management review.

Summarizes relevant background information on the market,
competition and the macro environment and trends therein,
including size and growth rates for the overall market and key
segments.

Examines the past performance of the product and the elements of
its marketing program (e.g. distribution, promotions, etc.)

Identifies the main opportunities and threats to the product that the
plan must deal with in the coming year and the relative strengths
and weaknesses of the product and business unit that must be
taken into account in facing those issues

Specifies the goals to be accomplished in terms of sales volume,
market share and profit

Summarizes the overall strategic approach that will be used to
meet the plan’s objectives

• This is the most critical section of
the annual plan for helping to
ensure effective implementation
and co-ordination of activities
across functional departments. It
specifies:
• The Target market to be pursued
• What specific actions are to be
taken with respect to each of the 4
Ps.?
• Who is responsible for each
action?
• When the action will be engaged
in
• How much will be budgeted for
each action.
• Projected profit-and-loss
statement
Presents the expected financial
payoff from the plan
• Controls
Discusses how the plan’s progress
will be monitored; may present
contingency plans to be used if
performance falls below expectations
or the situation changes.
• Contingency plans
Describes actions to be taken if
specific threats or opportunities
materialize during the planning period

• The importance of marketing in a company’s ongoing success can
be better appreciated when you consider the activities marketing
embraces. Marketing attempts to measure and anticipate the needs
and wants of a group of customers and respond with a flow of need
satisfying goods and services.
• The most important characteristic of marketing as a business
function is its focus on customers and their needs. This is a focus
that all managers – not just marketers – need to adopt to ensure
their organizations can build and sustain a healthy ‘top line.’

• Both individuals and organizations seek goods
and services obtained through exchange
transactions. Ultimate customers buy goods and
services for their own personal use or the use of
others in their immediate household. These are
called consumer goods and services.
• A customer’s ultimate satisfaction with a purchase,
then, depends on whether the product actually
lives up to expectations and delivers the
anticipated benefits. This is why customer services
– particularly those occurring after a sale, such as
delivery, installation, operating instruction, and
repair – are often critical for maintaining satisfied
customers.

• A market consists of (a) individuals and organizations who (b) are
interested and willing to buy a particular product to obtain benefits
that will satisfy a specific need or want, and who (c) have the
resources (time, money) to engage in such a transaction. Some
markets are sufficiently homogeneous that a company can practice
undifferentiated marketing in them. The total market for a given
product category thus is often fragmented into several distinct
market segments.

• More specifically, marketing management is the
process of analyzing, planning, implementing,
coordinating, and controlling programs involving the
conception, pricing, promotion, and distribution of goods,
services, and ideas designed to create and maintain
beneficial exchanges with target markets for the purpose
of achieving organizational objectives.

The analysis necessary to provide the foundation for a good strategic marketing
plan should focus on four elements of the overall environment that may influence a
given strategy’s appropriateness and ultimate success: (1) the company’s internal
resources, capabilities, and strategies; (2) the environmental context – such as
broad social, economic, and technology trends – in which the firm will compete; (3)
the needs, wants, and characteristics of current and potential customers; and (4) the
relative strengths and weaknesses of competitors and trends in the competitive
environment. Marketers refer to these elements as the 4Cs, and they are described
in more detail below.

• Market Opportunity Analysis
• Environmental Analysis
• Industry Analysis and Competitive Advantage
• Customer Analysis

Not all customers with similar needs seek the same products or services to satisfy
those needs. Their purchase decisions may be influenced by individual preferences,
personal characteristics, social circumstances, and so forth. On the other hand,
customers who do purchase the same product may be motivated by different needs,
seek different benefits from the product, rely on different sources for product
information, and obtain the product from different distribution channels.

• Dozens of specific tactical decisions must be made in designing a strategic marketing
program for a product market entry. These decisions fall into four categories of major
marketing variables that a manager has some ability to control over the short term.
Often called the 4 Ps, the controllable elements of a marketing program are the
product offering (including the breadth of the product line, quality levels, and
customer services); price; promotion (advertising, sales promotion, and sales force
decisions); and place (or distribution channel decisions). Because decisions about
each element should be consistent and integrated with decisions concerning the
other three, the four components are often referred to as the marketing mix.
• The marketing mix is the combination of controllable marketing variables that a
manager uses to carry out a marketing strategy in pursuit of the firm’s objectives in a
given target market.

• A final critical determinant of a strategy’s success is the firm’s ability to
implement it effectively. And this depends on whether the strategy is
consistent with the resources, the organizational structure, the coordination
and control systems, and the skills and experience of company
personnel.16 Managers must design a strategy to fit the company’s existing
resources, competencies, and procedures – or try to
• The final tasks in the marketing management process are determining
whether the strategic marketing program is meeting objectives and
adjusting the program when performance is disappointing. This
evaluation and control process provides feedback to managers and serves
as a basis for a market opportunity analysis in the next planning period

Helping You Finalize Idea
Helping to Develop
Business Plan and
Feasibility Study
Helping in to Successful
Implementation of project

Dr. Zia Ahmed
zia@milestonevision.com
“Ethical, Transparent and Sustainable”

How to Market Feasibility Report

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